Chicken and beef taking a bite out of turkey’s Christmas Day crown

Key insights

• Turkey has been the star of Christmas dinner for around 75 years, its popularity boosted by cultural moments such as its famous festive cameo in A Christmas Carol in 1843

• But grocery insight charity, IGD’s ShopperVista survey shows just 52% of UK shoppers plan to have turkey this Christmas, compared to 60% in 2019

• Beef and chicken have grown in popularity in the same time period, while seafood and pork are also being served for Christmas dinner more often  

• GLP-1 weight-loss drugs will also reshape the festive menu, with two thirds of users claiming to eat smaller portions, reducing demand for traditional indulgence and alcohol

Analysis from grocery insight charity, IGD, shows that just 52% of UK shoppers will have turkey for their main Christmas meal this year, compared to 60% in 2019.

Chicken farmers could be the main beneficiaries of this downwards trend, with the data suggesting a quarter (25%) will plate it up in 2025, a rise of 9 percentage points from 16% over the same period.

Beef (from 15% in 2019 to 22% in 2025); seafood (7% to 12%) and pork (7% to 10%) are also increasing in popularity, while vegetarian and vegan Christmas dinners make up more than one in 10 (13%) Christmas dinners, up only 1 percentage point since 2019.

Turkey has been the star of Christmas dinner for around three-quarters of a century, its popularity boosted by cultural moments such as its famous festive cameo in A Christmas Carol in 1843, when Scrooge replaced the Cratchit family’s goose with a huge “prize turkey”.

But it wasn’t until the 1950s that turkey gradually took over from goose as the ‘default’ meat on the average UK Christmas table.

This year, Christmas feasts face additional challenges, as 66% of GLP-1 users, estimated at around 2 million in the UK, are eating smaller portions, reducing demand for traditional indulgence.

Rhian Thomas, Director of Shopper Insights from IGD, says: “Turkey has been the centrepiece of the nation’s Christmas table for longer than most of us can remember.

“But other meats such as chicken and beef are starting to muscle in on turkey’s dominance, which shows that people are open to trying other alternatives beyond the traditional choice.

“These shifts take time, but turkey’s long-held supremacy as the go to for Christmas dinners could be starting to slip.”

IGD’s research also shows that while turkey may be on fewer Christmas dinner plates than in 2019, finances will have a bigger role to play this year, with 47% of shoppers more worried about the cost of celebrating, up from 43% in 2024.

The strain is particularly acute for families with children aged 11 to 18, where 60% report heightened worries over Christmas spending.

To offset expenses, 54% of shoppers will turn to loyalty schemes to help cover some of the festive costs.

Thirty-seven percent expect to buy less food and groceries this Christmas due to Budget measures, with only 11% planning to buy more.

When it comes to eating and drinking out, the picture is even starker: 46% anticipate fewer outings to cafés, restaurants, or pubs, while just 8% expect to visit more.

Shopper confidence remains fragile, as retail food inflation is forecast to ease only gradually, falling from 4.3% in 2025 to 3.8% in 2026.

IGD warns that rising household taxes and ongoing geopolitical uncertainty will continue to challenge the food and drink sector into next year.

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For spokesperson interviews, please contact Suzanne McClelland at IGD [email protected] or [email protected]

About the Research

IGD ShopperVista 10-11 November 2025. Base: 1120 UK shoppers

About IGD

IGD (Institute of Grocery Distribution) is an impartial organisation with charitable status, committed to delivering public benefit.

With over 120 years of history, IGD continues to evolve its mission: to unite and inspire everyone to build a thriving, sustainable food system. IGD provides insights and foresights, that help organisations make informed decisions that benefit both business and society.  All IGD’s social impact work is funded through partnerships with hundreds of clients across the global food and consumer goods sector, driving meaningful change on issues like economic resilience, population health, and building a future-fit workforce.